nielsen demystifying rural-vietnam-may2014

DEMYSTIFYING THE RURAL CONSUMER IN VIETNAM

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MORE PURCHASING POWER

Source: Monthly income per capita: GSO 2012Occupation structure & Urbanization rate: Rural Census 2011Education level: Nielsen Rural Syndicated Study 2009 & Nielsen Rural 2014

At

WHAT’S YOUR STRATEGY FOR VIETNAM?

What works in the city, may not, in the country.

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44%INCOME PER CAPITA GROWTH

(2012 vs. 2010)

49% MORE INDUSTRIAL, CONSTRUCTION &

SERVICE HOUSEHOLDS (2011vs. 2006)

2.5 times MORE COLLEGE GRADUATES

(2014 vs. 2009)

3.9% OUT‐MIGRATION RATE

(2011)

MORE WEALTH

MORE EDUCATION

MORE MOBILE

SEIZE OPPORTUNITIES AS RURAL VIETNAM AWAKENS

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RURAL AND URBAN CONSUMERS

REACH

WHO WHAT HOW

REACT RESONATE

Know what makes them tick to drive differentiated outcomes for your business in Vietnam

MEET THE RURAL CONSUMER

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AT THE CORE OF THE RURAL CONSUMER…… Understand what really matters

Authenticityvalue sincerity, honesty

Assuranceneed to know they made the right decision

Resiliencepossess positive outlook despite challenges

Progressdriven to have a better life; will make it happen

Share and bondbig on family and community bonding

Conform with societybig on what others say and buy

VALUES NEEDS

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WHY THEY NEED TO BE 200% SURE Implications for your new product launch and trial programs

SEASONAL INCOME

70% rely on farming/ fishing and hired labor

LIMITED INCOME

1.5M monthly income per

capita in 2012(0.5 x urban)

LIMITED JOB OPPORTUNITIES

3% underemployment (3X urban)

LOWEDUCATION

12% completed college

(1/3X urban)

Source: GSO 2012; GSO 2012; Nielsen Rural study 2014; Nielsen Rural Syndicated Study 2009 & Nielsen Rural 2014

NEED TO SCRUTINISE EVERY PURCHASE DECISION for benefits, risks, value

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TRUST THEM TO TRUST THEIR FRIENDS AND FAMILYAre you earning the trust of the rural consumer?

Source: • Nielsen Rural Study 2014 (*) Q14: Please specify your level of agreement

towards below spending habit [SA]; • Nielsen Retail Audit, MAT Dec’13

81

4651

79

3746

LaundryDetergent

Shampoo InstantNoodles

Value % share of top 3 brands

Rural

Urban

Source: Nielsen Rural Study 2014 (*); Nielsen Retail Audit, MAT Dec’13

TOP 3 REASONS: QUALITY, ORIGIN, TRUSTED BY MANY

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POWER OF CLOUT AND CROWD IN RURAL VIETNAM

Source: Nielsen Rural 2014; Nielsen Regional Difference 2010

Use word‐of‐mouth to inform and influence

• 74% CONCERNED WITH WHAT OTHERS THINK

• 46% DARE TO BE DIFFERENT

• ‘POPULAR BRAND’ IS MOST IMPORTANT DRIVER FOR TRIAL (70%)

• 81% RURAL , 46% URBANVALUE OTHERS’ OPINIONS AND RECOMMENDATIONS

• 70% ARE AFFECTED BY OTHERS’ RECOMMENDATIONS IN PURCHASE DECISION

• 70% WOULD GET OTHERS’ IDEAS FOR REFERENCE ONLY

CROWD PLAY

CLOUT PLAY

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TAKE THE RETAILER’S WORD FOR IT Rural Vietnam is readily buying what the retailers recommend

90%retailers recommend products to shoppers

477,000 off‐premise stores in rural

31% shoppers buy products that are

recommended by retailers

64 daily customers in a rural store daily

27.5Mshoppers receive

retailers’ recommendations

daily

8.5M shoppers potentially buying products because of retailers’

recommendations daily

Source: Retailer Interviews 2014; retailer interviews at medium and large stores

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OUTSHINE TODAY, TOMORROW Driven by better lifestyles of their urban counterparts

91% ‐‐‐‐‐‐‐‐‐‐‐‐‐‐ I work hard to achieve my goals in life

79% ‐‐‐‐‐‐‐‐ I admire the neighbors/relatives who are rich and successful/ knowledgeable

50% ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ have relatives living in urban areas

61% ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ receive visits from urban family

72% ‐‐‐‐‐‐‐ I never stop learning to enhance my knowledge

Source: Nielsen Rural study 2014

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GAME ON AS GO‐GETTERS MAKE IT HAPPEN

BIGGER IDEALS

BRIGHTER PROSPECTS

BETTER CONDITIONS

Source: Nielsen Rural Study 2014

65% PLANS TO REPAIR/ REBUILD THE HOUSE47% PLANS TO DEVELOP THEIR OWN CAREER37% INTENDS TO BUY A FRIDGE IN NEXT 6 MONTHS

25% INTENDS TO BUY A WASHING MACHINE IN NEXT 6 MONTHS

91% ARE CONCERNED ABOUT KIDS’ FUTURE15% OF MONTHLY HOUSEHOLD INCOME SPENT ON

KIDS’ EDUCATION (V.S. 9% IN URBAN)

3RDMOST IMPORTANT LIFE

GOAL IS TO SEND CHILDREN TO CITY TO STUDY

47% WANT TO

EXPLORE NEW THINGS

Understand their aspirations for bigger, better and brighter

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WHAT’S BASIC TO URBAN IS PREMIUM TO RURAL Same category, different needs

CATEGORY RURALUSAGE

DISTRIBUTIONRURAL

DISTRIBUTIONURBAN

Hair‐Conditioner 40% 89 82

Shower cream 36% 68 72

Floor cleaner 26% 34 52

Facial foam 22% 20 32

Deodorant 20% 16 32

I’ve recently started using whitening cream on my dark skin…I don’t want to look ugly in front of the boys. ‐ Adult in rural An Giang

Since I started using fabcon, I’m more confident…the refreshing fragrance lasts long too.‐ Young adult in rural North

(A young

Source: Nielsen Rural Study 2014; Nielsen Retail Audit, MAT Dec 2013

CHANGING ATTITUDES CHANGING CONSUMPTION

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CRITICAL TO HAVE CLEAR SEGMENTATION


SATISFACTION WITH EXISTING

GOING FOR BETTER

34%

THE CONSERVATIVEResigned to my fate

29%

THE CONTENTEDHappy with current life

27%

THE PROGRESSIVEPositively make & follow plans to

improve future

10%

THE TREND SETTERSNot satisfied; want to experiment with

new things in life

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HOW WELL DO YOU KNOW EACH SEGMENT?

THE CONSERVATIVE THE CONTENTED THE PROGRESSIVE THE TRENDSETTERS

• Skewed to middle‐age (64% aged 36‐50)

• Low income (64% CDF)• 66% ‐ harvest as main

income source• Reside in Rural South (54%

and Rural Central (35%)

• Skewed to middle income (41% C)

• More fixed income (67%)• Skewed to Rural North

(46%)

• Skewed to higher income (44% AB)

• More fixed income than others (77% wages as main source)

• Living in Central (41%) and South (50%)

• Skewed to middle income (42%)

• More self employed (26% trading; 10% freelancer)

• Living in rural North (93%)

• Concerned of what other people think (77%)

• Worried about life (55%)• 54% believe in fate

• Not worried about life (31%)

• Positive outlook towards life (52%)

• Saving for unexpected situation in life (37%)

• Positive outlook towards life (72%)

• Make further progression in life by following plans patiently (78%)

• Wiling to pay for high quality brands (79%)

• Believe that fortitude can change fate (93%)

• Not satisfied with current life (71%)

• Strictly follow plans made to improve life (98%)

• Never stop learning (96%)• Wiling to pay for high quality

brands (96%)• Dare to do things differently

from others (89%)

• Family health • Family income • Harvesting job

• Family health• My health

• Family health • Their future

• Family health • Kids’ future

• Resistant to change (54%) • Open to new things (75%)

• Open to new things (60%) • Open to new things (89%)• Want to experiment new things

in life (61%)

Demographics

Attitudes

Concerns

Change

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NURTURE THE ‘PROGRESSIVE’ AND ‘TRENDSETTERS’ TO BE YOUR BRAND ADVOCATES

THE CONTENTEDHappy with current life

THE PROGRESSIVEPositively make and follow plans to

improve future

THE CONSERVATIVEResigned to my fate

THE TRENDSETTERSNot satisfied; want to experiment with new

things• THE LATE ADOPTERS• DEMAND FOR BASIC CATEGORIES THAT HELP MEETING BASIC NEEDS

• PREFER LOW PRICE/ SMALL PACKS

• NOT EARLY ADOPTERS BUT OPEN FOR CHANGE

• DEMAND FOR CATEGORIES THAT HEP WITH MAINTAINING A GOOD STABLE LIFE

• PREFER HEALTH BENEFITS

• HIGHLY OPEN FOR CHANGE• DEMAND FOR ASPIRATIONAL CATEGORIES

• PREFER HIGH QUALITY

• EARLY ADOPTERS & KEY OPINION LEADERS

• DEMAND FOR CATEGORIES THAT HELP THEM MAKE CHANGES IN LIFE

• PREFER EDUCATIONAL INFORMATION

WINNING CHANNELS AND CATEGORIES

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HOW DO RURAL CONSUMERS SHOP?

or Fresh Frozen

Daily Frequent

Super/Hyper marketWet market

or

or

Just some examples…..

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NO ROOM FOR COUNTERFEITS AND COPYCATS


1 IN 4 CONSUMERS HAVE

EXPERIENCED FAKE/LOW QUALITIY PRODUCTS

40% CLAIMED THEY

WILL BE MORE CAUTIOUS WHEN SHOPPING

35% CLAIMED TO

BE MORE CAUTIOUS ABOUT CHEAP/LOW PRICED

PRODUCTS

I bought a Sunlight dishwashing liquid from a man with a loud speaker in the wet market and it turned out to be something else ‐ Female in Thai Binh

I bought an A‐one pack because it was cheaper than its normal price but it turned out to be really bad quality ‐ Female in Nghe an

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REACH AND AVAILABLITY KEY TO SUCCESS WHICH CHANNEL

HOW OFTEN (times per mth)

HOW MUCH(VND) WHAT PRODUCTS WHICH MISSION

Commune wet market 16 62,000 Fresh foods; Seasonings • Meal for today

Fair market (occurring at different places at different times)

14 110,000 Fresh foods, Seasoning• Meal for today

(more common in the North)

Sales trolley 9 38,000 Fresh foods • Meal for today(more common in the South)

Grocery store near living areafar from district town/province wet market

9 60,000 Seasonings, Beverages, HH personal care, Dairy products ; Tobacco • Top-up

Grocery store near district town/ province wet market

6 125,000 Seasonings; Household products; Beverages • Big Routine/ Stock-up

District town wet market (in the central area of district town)

1 190,000 Fresh foods; Seasoning, Household products, Household durables

• Big-routine/ Stock-Up• Time-Out (for updating new news

and for entertainment)• Event (on special occasions)

Province wet market (in the central area of province)

1 260,000 Fresh foods, Household products, Household durables

• Time-Out (for updating new news and for entertainment)

• Event (on special occasions)

Supermarket 0,5 350,000 Personal care, Household care; Seasoning; Dairy products

• Time-Out (for updating new news and for entertainment)


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GIVE RURAL CONSUMERS NEW, NOVEL AND VARIETY

77% ALWAYS WANT TO TRY NEW PRODUCTS

95% ALWAYS LIKE A WIDE RANGE OF PRODUCTS TO CHOOSE

28 23 4

18

26 58

9

31

46 19

87

51

Laundry Toothpaste Noodle CSD

% Rural Storesby Num of Manufacturer Handling (NUM)

Handle 1 Mfg Handle 2 Mfg Handle 3+

Top 03 factors important to retailers

NEW PRODUCTS FOR MORE DIVERISIFI‐CATION

TRADE PROGRAMS

POPULAR BRANDS

Source: Nielsen Rural Study 2014 & RMS Rural data; Nielsen Explorer, MAT Dec2013, CSD is Off‐premise only

WHAT CONSUMERS WANT WHAT RETAILERS CAN HANDLE

Stock up retailers with inventory and give promotional support

Laundry Toothpaste Noodles CSD

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GOOD VALUE TRUMPS LOW PRICESWhile price triggers trial, value gets consumers to pay more

59% WOULD TRY A PRODUCT THAT IS CHEAPER THAN CURRENT ONES

YET35% ARE CAUTIOUS OF LOW

PRICED PRODUCTS AFTER EXPERIENCING BUYING FAKES

Price: +4,000 VNDExtra Benefit: Fresh scent

“My regular Omo costs 113,000 VND, whilst this Omo Comfort can bring extra softness and longer lasting freshness at only 5,000 VND higher.– Female in Thai Binh


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SCOURING FOR GOOD DEALS TO MAXIMISE VALUEHelp them get the best out of their money

4.5

0.91.7

5.9

‐1.0

5.3

1.40.6

7.3

1.3

>1001g >1001ml >501ml >200ml >501g

LaundryDetergent

Dishwash Shampoo Toothpaste Bouillon

Big Pack Value Share Chg vs YA

Urban Rural

56

53

38

35

11

Lucky draw

Free samples

Redemption

Use the sample in place

Games

Source: Nielsen Rural Study 2014; Nielsen Retail Audit , MAT Dec 2013

UPSIZING PACKAGING FAVOURITE PROMOTIONS

WINNING TOUCH POINTS

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MEDIA HABITS THE SAME OR DIFFERENT?Rural vs. Urban consumers

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RURAL VIETNAM: MEDIA 1.0

TELEVISIONMost effective

channel influencing consumers’ decision

WORD OF MOUTHDIGITAL

Embracing as new channel

Media usage in rural still relatively basic, given the lack of entertainment activities

Top 5 activities in a typical week


URBANRURAL1. Watching TV2. Shopping for daily

consumption3. Eating out 4. Shopping at the

mall5. Visit

friends/family

1. Watching TV2. Family activities3. Hanging out

with friends4. Surfing the

Internet5. Joining social

activities

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INFLUENCING THE PATH TO PURCHASEDifferent ways to reach the same consumer – eye on TV and word‐of‐mouth

affects brand purchase decision

being a trustworthy source

product information (specification/function)

information source only

88% share of total time spent on media usage

3.4 hours spent on

watching TV daily

A SOURCE OF ENTERTAINMENT

• A RELIABLE SOURCE OF PRODUCT

INFORMATION

MOST TRUSTWORTHY

SOURCE

A SOURCE OF ENTERTAINMENT

• ANOTHER SOURCE OF PRODUCT

INFORMATION

A SOURCE OF PRODUCT

INFORMATION


29%

40%

69%

69%

69%

57%

38%

47%

50%

42%

20%

20%

36%

48%

16%

18%

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RURAL CONSUMERS LIKE IT AS REAL AS IT CAN GETAuthenticity hits home


48% want simple, easy to understand

47% like close‐to‐life scenes

46% like family‐related scenes

40% like funny plots

SIMPLE

What do you like about your favorite TVCs?

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ME‐GENERATION AND GEN‐ME ‐ THE DIGITAL CONNECTION

30%

28%

48%


RURAL URBAN

Internet usage

Smartphone usage

Pay TV usage

44%18‐55 years old, 2012‐2013

30%

81%

18‐24 year old, 2014

18‐55 years old, 2012‐201318‐24 year old, 2014

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HOW TO WIN IN THE RURAL MARKET

UNDERSTAND YOUR RURAL CONSUMERS

KNOW WHERE, HOW AND WHAT THEY BUY

EMBRACE THEIR TOUCHPOINTS

• EMBRACE THEIR VALUES (Authenticity, Resilience, Sharing and Bonding)

• DELIGHT THEIR NEEDS (Assurance, Progression, Social conformity)

• ONE SIZE DOES NOT FIT ALL (attract the Progressive and the Trendsetters to drive the rest of market)

• PAY ATTENTION TO DIVERSITY

• DELIVER ‘REAL VALUE’

• GROW CATEGORIES BY HELPING CONSUMERS TO PROGRESS

• CAPTIVATE THE POWER OF WOM

• DRIVE RETAILERS TO BECOME BRAND AMBASSADORS

• FOCUS ON TV BUT ALSO CONSIDER DIGITAL IF TARGETING YOUNG CONSUMERS

For more information contact:Hoa Tuyet Thi Mai at [email protected] Ryan at [email protected]

www.nielsen.com/apac

nielsen demystifying rural-vietnam-may2014

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